Table of Contents
The Big Stories
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- Supplements form part of consumers’ total wellbeing activities
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- Figure 6: China, top 5 reasons for buying supplements for self/family, June 2015
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- Figure 7: US, top healthy actions performed in the last 12 months, June 2015
- Figure 8: Europe’s big 5 markets, agreement that “it is better to get vitamins from a healthy diet than to rely on VMS”, 2015
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- Figure 9: Global launches of VMS, % with a demographic positioning, Jan 2013-Nov 2015
- Lifestage targeting is one way forwards
- Rise of online purchasing can help customisation in the VMS category
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- Figure 10: UK, channels used to buy VMS in the last 12 months, June 2015
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- Figure 11: China, channels used to buy VMS in the last 12 months, June 2015
- Ageing population means a bigger audience for senior supplements
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- Figure 12: Europe’s top 5 markets, agreement that “people need more VMS as they get older”, 2015
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- Figure 13: China, purchase of health supplements for self and others in The last 12 months, June 2015
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- Figure 14: Global launches of VMS by type of functional claims (%), Jan 2012-Nov 15
Notable Products
Looking to the Future
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- VMS for sleep and energy help consumers cope with life’s stressors
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- Figure 15: Global launches of healthcare products with an energy or sleep/stress claim, % by top 5 countries, Jan 2012-Nov 15
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- Figure 16: US, barriers to sleep aid usage, November 2014
- Consumer interest in new appearance benefits
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- Figure 17: Europe’s big 5 markets, health issues experienced and future concerns (ageing skin e.g. wrinkles), June 2015
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- Figure 18: China, reasons to purchase VMS for self/family, June 2015
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- Figure 19: Global launches of food, drink and supplements with beauty* claims, % by region, 2011-15
- Figure 20: UK, top 5 important factors in determining the appearance of skin, March 2015
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- Figure 21: US, consumer use or interest in using VMS for beauty benefits, by age, June 2015
- New formats can help bring non-users into the VMS category
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- Figure 22: Global launches of VMS, % by format, 2012-15
- Figure 23: US, formats of VMS used in the past 12 months, by 18-24 and 65+ age groups, June 2015
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- Figure 24: France, Germany, Italy, Spain, selected attitudes towards VMS products, 2015
- Figure 25: China, agreement that “health supplements are for those who have less time to look after their health”, by age, December 2013
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- Figure 26: China, barriers to using health supplements, June 2014
The Analyst’s View
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